Grey's Swachh Bharat TVC 'shames' those who litter

GREY group India, who was recently awarded to handle the creative duties of the Prime Minister’s Swachh Bharat Mission, has produced a new Television Commercial as part of a larger campaign for the Mission.

There are many offenders who have no qualms about throwing garbage on the street, littering on the streets, urinating in public etc., i.e. not contributing towards the social responsibility of keeping the nation clean. The central idea of the campaign is to “Shame” those offenders who do so. GREY’s campaign aims at shaming those offenders, as the protagonist in the TV campaign is cheered or rather jeered by the people who have observed the protagonist’s dastardly act. This is the first phase of the campaigning, demonstrated by a 60-second TVC, which will be aired in 10 languages across all major networks.

On the Swachh Bharat campaign, Samir Datar, VP & Branch Head, GREY Delhi said: “We are delighted to be part of Swachh Bharat initiative. We believe that the idea of shaming people who litter, is a compelling idea and can become a very effective behaviour change tool, once it gets traction in social media and ground activation."

GREY group is now working on the second phase to add momentum to this communication. The group’s National Creative Director and EVP, Malvika Mehra said: “There is a saying in Hindi 'jab ghee seedhi ungli say na niklay, tab ungli tedhi karni padti hai'. Despite countless 'Keep India Clean' efforts/messages by the government, we see a total lack of involvement from our brethren for the cause. The sarcasm in the film is an attempt to drive home the point harder by now literally 'humiliating' the offender, albeit nicely. Hope such efforts lead to a Swachh Bharat indeed."